PSA Retail has opened a digital showroom in Paris and has plans to open a further 30 locations across Europe by 2020.

The store commits 150 square metres to each of PSA's three brand and uses Dassault Systèmes ‘virtual garage’ technology to create a "3D digital visualisation" of models for consumers.

A statement issued by PSA Retail said that the new concept aims to "transform the customer car buying journey with a compelling digital in-store automotive dealership experience that injects change into its traditional automotive retail space and engages consumers in an interactive, personalised purchase decision". 

Using renderings of virtual 3D models PSA Retail can showcase entire product ranges, such as Peugeot, Citroën and DS.

Dassault Systèmes’ vice president Olivier Sappin said: “Automotive dealerships are challenged to present a growing number of options and accessories to appeal to a digital generation and, particularly in large cities like Paris, do so in small, expensive retail locations.

“Imagine a showroom without a physical car, or interacting with a car without touching it. 3D experience universes bring consumers closer to their future car than if they were strolling through a physical dealership.”

Consumers can configure their vehicle of choice in real time, choosing from different variants, scene environments, lighting conditions and effects to customise the vehicle’s interior and exterior.  

The configurators also serve as a tool to demonstrate product options and detailed specifications.